NEW YORK -- Jones Apparel Group will launch a dress division in March under the Rena Rowan for Saville Dress label.
Helen Merrill, formerly president of the designer and bridge dress divisions of Depeche Mode, has been named president of the division. Jones also produces Rena Rowan for Saville Suits, Sportswear and Sport.
Rena Rowan, who is executive vice president of Jones, will oversee design for the collections, as she does for all Jones divisions.
Merrill said the collection will "offer the working woman affordable dresses with a classic attitude." She said the styling will be "young, updated and clean," with strong emphasis on novelty details.
Aimed at the lower to mid-range of the better-price market, the collection will wholesale for $59 to $79, featuring day and day-to-dinner looks, Merrill said. The prices are about 25 to 30 percent below the company's other dress division -- Jones New York Dress -- which opened in 1992.
"With the enormous success of Jones New York Dress to date, we have every reason to believe that Saville Dress will be a major and immediate success," said Sidney Kimmel, chairman of Jones.
Merrill said it is premature to make a first-year projection, but said there is "strong potential for major distribution."
The company noted in its latest annual report that Jones New York Dress recorded sales of $6.6 million in its first six months.
Merrill said the line will be made domestically and overseas. Key fabrics will include wool crepe, printed silks, silk georgette and a variety of novelty cloths.
Breaking: @cushnieetochs’ co-founders @carlycushnie and @ochsmichelle are parting ways. After a 10-year run, Ochs is leaving the brand. Get the full story on WWD.com – link in bio. #wwdnews #wwdfashion
@maybelline’s Kanako Takase had snow bunnies in mind when creating the beauty look for @philipppleininternational. Playing off of the bedazzled snowboards in the collection, Takase mixed two highlighters together for a luminous sheen. #wwdbeauty #nyfw (📷: @jilliansollazzo)
“There’s a huge gap between the old way of doing things and today. It takes the youth to help evolve that. You have to count on the kids today to help lead you into the future. A lot of these retailers are stuck in the past. Communication is the biggest thing,” said @ronniefieg of @kith on the youth’s role in retail. On Monday night, Jeff Staple moderated a keynote session with Fieg and @syresmith at Assembly - a series of workshops, talks and keynotes addressing topics or issues in the apparel industry. Head to WWD.com to read more advice from Fieg and what Smith thinks of his dad @willsmith’s Instagram account and sustainability (📷: @weston.wells)
@joansmalls closed the @michaelkors fall 2018 show in black sequined pants and a varsity T printed with 19 on the front and 81 on the back. 1981 – the year Kors went into business. #wwdfashion #nfyw (📷: @giovanni_giannoni_photo)
“You think your life is going to be a certain way, and nothing you thought would happen ends up happening. Never in my wildest dreams did I think I’d be designing clothes and working with Mickey Drexler, and building something I’m deeply proud of,” said Jenna Lyons. Nine months after leaving @jcrew, Lyons is exploring the meaning of happiness. Read the interview, where Lyons talks about reinvention and more on WWD.com – link in bio. #wwdfashion (📷: Farrell) #jennalyons #jcrew